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Page 116 of 129

Section A: General Information

INSTRUCTION: Please read EACH question carefully and provide the correct information by placing a TICK (√) in the boxes provided.

Q1. How often do you purchase hair care products?

o Rarely o Sometimes o Often o Very often

Q2. When did you make your last purchase of hair care products?

o Less than 1 month o 1 - 3 months o 3 - 6 months o 6 months -1 year

Q3. How much do you spend for hair care products per visit?

o Below RM 30 o Below RM 50 o Below RM 70 o Below RM 100 o Below RM 200

Q4. What kind of hair care products you use on a regular basis?

o Shampoo o Hair Colour o Conditioner

o Hair Styling Products o Hair Oil

o Others (please specify):

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Q4. Please select the brands under hair care products that you’re well aware of. (You may choose more than one)

o Sunsilk o Pantene o Clear o Rejoice

o Head & Shoulders o Dove

o Others (please specify):

Q5. Which of the brands listed above have you used before? (You may choose more

than one) o Sunsilk o Pantene o Clear o Rejoice

o Head & Shoulders o Dove

o Others (please specify):

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Section B: Construct Measurement

INSTRUCTION: Based on the statement, please CIRCLE the most suitable answer to indicate the importance rating of attribute with the statement by placing a circle on a scale of 1 to 5.

Strongly Disagree (SD)

Disagree (D) Neutral (N) Agree (A) Strongly Agree (SA)

1 2 3 4 5

Question

Brand Association

1 I trust the parent brand/corporation who owns the particular hair care product.

1 2 3 4 5

2 I am familiar with the hair care products or brands that appear in various

marketing media.

1 2 3 4 5

3 There are reasons to buy this particular product/brand over the competing product/brand that appeared in the social media

1 2 3 4 5

4 Different brands has its own personality. 1 2 3 4 5 5 This particular product/brand which I

prefer is different in comparison with the other competing product/brands.

1 2 3 4 5

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Question

Brand Loyalty

1 I am satisfied with my regular hair care product/brand.

1 2 3 4 5

2 I would recommend this particular product/brand to others.

1 2 3 4 5

3 I will not switch to another product/brand.

1 2 3 4 5

4 I usually use my regular product/brand as my first choice in comparison with the other product/brand.

1 2 3 4 5

5 I regularly refer or follow the progress or updates on this product/brand.

1 2 3 4 5

Question

Brand Awareness

1 I can quickly recall symbol or logo of the hair care products/brands in different marketing activities or places.

1 2 3 4 5

2 Some characteristics of my regular product/brand that appear in different situation or marketing activities come to my mind quickly.

1 2 3 4 5

3 I’m aware of the hair care products/brands in market.

1 2 3 4 5

4 I can recognize my regular

product/brand in comparison with the other competing product/brand.

1 2 3 4 5

5 I know how my usual product/brand looks like.

1 2 3 4 5

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Question

Social Media Marketing 1 Content of my favourite hair care’ social

media seems interesting.

(Information, contests, visuals, creativity and etc.)

1 2 3 4 5

2 It is easy to provide my opinion through the brand's social media.

1 2 3 4 5

3 Content of the brand's social media is the latest information.

1 2 3 4 5

4 The brand's social media offer a customized information search.

1 2 3 4 5

5 Conversation or opinion exchange with others is possible through the brand's social media.

1 2 3 4 5

6 I would like to pass information on my preferred brand, product, or services from the brand's social media to my friends.

1 2 3 4 5

Question

Brand Equity

1 It makes sense to buy my regular brand instead of any other brand, even if they have similar characteristics.

1 2 3 4 5

2 Even if another brand has the same features as my regular brand, I would prefer to buy my usual brand

1 2 3 4 5

3 Make sense to buy my regular hair care brand instead of any other brands even if they have the same quality

1 2 3 4 5

4 Make sense to buy the regular brand instead of any other brands even if they are in the same price.

1 2 3 4 5

5 I consider myself to be consistent to the regular brand.

1 2 3 4 5

6 My regular product/brand would be my first choice all the time.

1 2 3 4 5

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Section C: Demographic Profile

INSTRUCTION: Please read EACH question carefully and provide the correct information by placing a TICK (√) in the boxes provided.

1. Gender o Male o Female

2. Age

o 18-21 years old o 21-25 years old o 25-30 years old o 30-35 years old

3. Level of education o STPM o Pre-U o Diploma

o Bachelor of Degree

o Others (please specify: ________)

4. Monthly income (including pocket money) o <RM 500

o RM501-RM1000 o RM1001-RM1500 o >RM1500

Thank you for completing this questionnaire.

Your participation is sincerely appreciated.

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Appendix 3.2: SPSS Output: Pilot Test

Brand Association

Case Processing Summary

N %

Cases Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

a. List wise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha N of Items

.904 5

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Brand Loyalty

Case Processing Summary

N %

Cases Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha N of Items

.854 5

Brand Awareness

Case Processing Summary

N %

Cases Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha N of Items

.923 5

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Social Media Marketing

Case Processing Summary

N %

Cases Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha N of Items

.898 6

Brand Equity

Case Processing Summary

N %

Cases Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha N of Items

.938 6

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Appendix 3.3: SPSS Output: Central Tendencies

Brand Association

Statistics

Q1 Q2 Q3 Q4 Q5

N Valid 152 152 152 152 152

Missing 0 0 0 0 0

Mean 3.5724 3.5263 3.5658 3.7566 3.5921

Std. Deviation .74231 .84530 .88901 .96286 .90879

Ranking 3 5 4 1 2

Brand Loyalty

Statistics

Q1 Q2 Q3 Q4 Q5

N Valid 152 152 152 152 152

Missing 0 0 0 0 0

Mean 3.7763 3.6579 3.1184 3.6908 3.1316

Std. Deviation .89293 .89963 .96929 .88575 .98790

Ranking 1 3 5 2 4

Brand Awareness

Statistics

Q1 Q2 Q3 Q4 Q5

N Valid 152 152 152 152 152

Missing 0 0 0 0 0

Mean 3.4671 3.3618 3.6447 3.7697 3.8684

Std. Deviation .86826 .87307 .85667 .78454 .81121

Ranking 4 5 3 2 1

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Social Media Marketing

Statistics

Q1 Q2 Q3 Q4 Q5 Q6

N Valid 152 152 152 152 152 152

Missing 0 0 0 0 0 0

Mean 3.2368 3.2566 3.4013 3.2697 3.3421 3.2500 Std. Deviation .88203 .75902 .79118 .78875 .79822 .83982

Ranking 6 4 1 3 2 5

Brand Equity

Statistics

Q1 Q2 Q3 Q4 Q5 Q6

N Valid 152 152 152 152 152 152

Missing 0 0 0 0 0 0

Mean 3.5000 3.5329 3.4408 3.4408 3.5789 3.5461 Std. Deviation .83785 .86826 .88948 .93308 .87289 .92671

Ranking 4 3 5 6 1 2

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Appendix 4.1: SPSS Output: Reliability Test

Brand Association

Case Processing Summary

N %

Cases Valid 152 100.0 Excludeda 0 .0

Total 152 100.0

a. List wise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha N of Items

.829 5

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Brand Loyalty

Case Processing Summary

N %

Cases Valid 152 100.0

Excludeda 0 .0

Total 152 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha N of Items

.844 5

Brand Awareness

Case Processing Summary

N %

Cases Valid 152 100.0

Excludeda 0 .0

Total 152 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics Cronbach's

Alpha N of Items

.849 5

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